A team of veterans of the Obama presidential campaigns will be heading up “Battleground Texas,” the new Democratic grassroots organization that aims to engage the untapped resources of minorities, women, and young voters to turn the state from red to blue.

The organization — formally launched yesterday in a conference call featuring the new leadership team and San Antonio Mayor Julian Castro – will be using tactics that have flipped other states from red to blue using people-to-people organization and increased voter registration. Jenn Brown, Battleground Texas Executive Director, worked as a field director for the Obama campaign in Ohio.

“I’m excited to take what I’ve learned and bring it into the Lone Star State,” Brown said.

San Antonio Mayor Castro told reporters that Texas’ diversity gives Democrats significant potential. Castro said “Battleground Texas” is an important step to making Texas a more politically competitive state, which will be good for all Texans.

“This is not just about Democrats,” Castro said. “It’s really about getting folks to participate.”

The new group revels in the skepticism recently heaped upon them by Texas Gov. Rick Perry. The Republican governor said Texas will never turn blue. Indeed, he told the Wall Street Journal, with characteristic certainty, “The University of Texas will change its colors to maroon and white before Texas goes purple, much less blue.”

The details remain fuzzy on when we’ll see the impact of “Battleground Texas.” Jeremy Bird, “Battleground Texas” senior adviser, said they are not oblivious to the difficulty of their task and expect it to happen over a long period of time. “Battleground Texas” will begin efforts on the local level, and put together an infrastructure that will help end the Republican state level 100-0 winning streak.

The project is expected to cost tens of millions of dollars, and fundraising efforts are underway. Bird didn’t give any specifics as to where the group sits as far as funding, but said he hopes people in states like California and New York will see it as a fight with national implications and jump on board.

The group has not decided which local elections to focus on in 2014. Bird said its involvement in the next election could depend on the candidates who run.